Red Card Gambling Support Project C.I.C

What Red Card Gambling Support Project C.I.C does

Red Card Gambling Support Project C.I.C is a UK-registered Community Interest Company founded in 2015 by former professional footballer Tony Kelly to deliver gambling-harm education, prevention, and referral services. The organization's portfolio centres on in-person and online workshops for schools, colleges, sports clubs, businesses, and community groups; CPD-accredited training for professionals (a live online workshop is priced at £49.99 per applicant); individual addiction therapy using CBT, Schema, and Existential approaches; referrals to GamCare and Gordon Moody for clinical treatment; and support for affected others. Its differentiated delivery model relies on lived-experience facilitators — recovering gamblers, including the founder — sharing authentic testimonials alongside qualified clinicians, a credentialed approach underpinned by Gambling Commission Delivery Partner status and CPD Standards Office accreditation. Reach is documented at over 10,000 young people educated over the trailing three years, with named engagements spanning Durham Johnston Comprehensive School, Warwickshire Council (ten workshops), Coventry College (seven workshops in 2026), and front-of-shirt sponsorships at Langley FC and North West London FC.

The organization is structurally a charity: it has no proprietary software product, operating instead on Zoom, a WordPress site, JustGiving/GiveWheel for donations, and a hosted LMS for online CPD courses. Revenue comes from four streams: charitable grants (National Lottery through April 2027, GambleAware, and historically the PFA), workshop and training fees (bespoke per client), book royalties (two memoirs published in 2021 and 2025), and referral-related coordination with GamCare. The team comprises roughly a dozen named individuals — founder, two directors, a Virtual COO, marketing, clinicians, facilitators, and a website manager — operating from a registered office in Coventry with a secondary address in Enfield. Geographic focus is nationwide UK with no disclosed international operations.

Strategically, Red Card is in a buildout phase: it has added three new strategic partnerships in 2025 (Frank Bruno Foundation, NWL FC, Radio Plus Coventry), a 2026 college contract, and a transactional online product in 2026, while securing multi-year grant runway. The competitive position rests on regulatory credentials, a talent pool of lived-experience facilitators that is hard to replicate, and a curated referral ecosystem rather than technology or scale advantages.

Name

Red Card Gambling Support Project C.I.C

Legal name

Red Card Gambling Support Project C.I.C.

Website

https://redcardgambling.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Red Card Gambling Support Project C.I.C is a UK Community Interest Company, founded in 2015, that delivers gambling-harm education, CPD-accredited training, lived-experience workshops, and referrals for schools, sports clubs, businesses, and communities affected by problem gambling.

Ownership category

akta.pro rank

Product category

Gambling Addiction Education and Prevention Services

NAICS

Other Gambling Industries (713290)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Responsible Gambling (RG) Compliance & Player Protection (MPAEAOAE)

akta.pro secondary industry

Responsible Gambling & Player Protection Solutions (MPAEACAJ)

Keywords

• Gambling harm education
• Addiction awareness training
• CPD accredited courses
• Problem gambling support
• Recovery therapy services

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations and Charitable Funding: Red Card is a not-for-profit Community Interest Company (CIC) that relies on donations and funding to remain sustainable. Receives funding from the National Lottery, GambleAware, and other charitable sources. Donations accepted through JustGiving and GiveWheel platforms.
2. Workshop and Training Fees: Delivers gambling awareness workshops, presentations, and CPD-accredited training to schools, colleges, businesses, sports clubs, and local authorities for fees that can be tailored to client needs and budget. Standard presentations are approximately 2 hours long.
3. Book Sales: Founder Tony Kelly publishes books about his gambling addiction journey and recovery. Books include 'Red Card: A Bet You Can Win!' (2021) and 'My Redemption – It's Full Time' (2025). Revenue from book sales through Amazon, Waterstones, Barnes & Noble, and other retailers.
4. Referral Partnership Revenue: Partnership with GamCare for referrals of individuals seeking gambling disorder treatment. Works with recognized addiction agencies and refers clients in exchange for referral coordination.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Red Card Gambling Support Project C.I.C delivers gambling harm education, awareness, and prevention services across the UK. The organisation provides in-person and online workshops, CPD-accredited training, individual therapy referrals, telephone support, and guest speaking delivered by lived-experience facilitators. Services are offered to schools, sports clubs, businesses, government bodies, community groups, and individuals affected by gambling addiction.

Product overview

Red Card Gambling Support Project C.I.C is a not-for-profit Community Interest Company offering a portfolio of gambling education, awareness, and prevention services. The core offerings include individual therapy sessions (CBT, Schema Therapy, Existential Therapy), gambling support referrals (including GamCare partnership), presentations and workshops, school gambling awareness programmes, CPD-accredited training courses, and diverse communities outreach. The organization also publishes books by founder Tony Kelly documenting his gambling addiction recovery journey. Services are delivered through in-person workshops, online training via Zoom, and telephone consultations. The company operates primarily in the UK education, sports, and corporate sectors, with funding from the Professional Footballers' Association (PFA) and National Lottery Community Fund.

Differentiator

Problem solved

Functional benefit

Products and services

• Presentations and Workshops Educational presentations and workshops delivered by founder Tony Kelly and qualified therapists, designed to raise awareness of gambling addiction for various audiences including schools, colleges, employers, sports clubs, and community groups. Standard sessions are approximately 2 hours long with fees tailored to client needs and budget.
• School Gambling Awareness Workshops Gambling awareness workshops delivered in UK schools and colleges, educating young people about gambling risks before addiction develops. Engages students through lived-experience presenters and aligns with 2021 legislation requiring gambling education in UK secondary schools.
• CPD Gambling Awareness Training CPD-accredited gambling awareness training for professionals, employers, and organisations covering workplace gambling issues and duty of care. Approved by the CPD Standards Office.
• Online CPD Accredited Training Course Online CPD-accredited training course in gambling awareness accessible through the Red Card learning platform. Live online workshop version priced at £49.99 per applicant for a 90-minute session, including CPD certificate upon completion.
• Individual Gambling Addiction Therapy One-to-one therapy provided by qualified addiction therapists using Cognitive Behaviour Therapy, Schema Therapy, and Existential Therapy approaches for individuals suffering from gambling addiction.
• Gambling Support Referrals Referral services connecting individuals to recognised addiction treatment agencies, including partnership with GamCare for treatment assessments and expert support. Telephone consultation with initial assessment also provided.
• Guest Speaking Services Booking service for founder Tony Kelly to speak at events, conferences, and functions sharing his lived experience of gambling addiction for awareness and prevention purposes.
• Diverse Communities Programme Gambling awareness educational workshops targeting Black, Asian, and ethnic minority communities and women, addressing stigma and barriers to seeking help. Funded by GambleAware under the Improving Outcomes project.
• Red Card: A Bet You Can Win! Tony Kelly's first memoir about losing everything to gambling addiction and his journey from disaster to redemption. Published April 2021 with ISBN-13: 978-1528970570, sold through Amazon, Waterstones, Barnes & Noble, and other retailers.
• My Redemption – It's Full Time Tony Kelly's third and final memoir documenting his battle with gambling addiction, professional football career, and path to recovery. Published January 2025 with ISBN 978-1-965595-91-6 (Paperback) and 978-1-965595-92-3 (Hardback).

Quantifiable outcome

• Reached over 10,000 young people with gambling education over 3 years
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

15 partnerships are on record, tiered core, major and minor.

• GamCarecoreStrategic or Co-development PartnerPartnership with one of the leading UK gambling treatment providers for referrals. Red Card refers individuals suffering gambling harm to GamCare for assessment and expert support services.
• LAPS (Life After Professional Sport)majorStrategic or Co-development PartnerPartnership with organization helping current and former elite athletes with new careers. Red Card delivers gambling awareness workshops at LAPS events including networking conferences at Molineux Stadium.
• IMO Charity (Inspire, Motivate, Overcome)minorStrategic or Co-development PartnerCollaboration with Blackburn-based charity to deliver gambling awareness workshops as part of the Improving Outcomes project targeting ethnic minority communities and women.
• Al-Hurraya CharityminorStrategic or Co-development PartnerPartnership agreement for Red Card to deliver gambling awareness workshops to community members served by the charity.
• JustGivingminorOthersCharitable donation platform enabling supporters to make financial contributions to Red Card's work through crowdfunding.
• GiveWheelminorOthersCharitable donation platform partner providing additional channel for supporters to donate to Red Card's gambling awareness initiatives.
• MaximusminorStrategic or Co-development PartnerPartnership with organization delivering mental health support to individuals and businesses. Aligns with Red Card's focus on workplace gambling issues and support for those in recovery.
• Gordon Moody AssociationmajorStrategic or Co-development PartnerEstablished residential treatment center for gambling addiction. Organizations discuss programs, create referral pathways, and work together to support individuals experiencing gambling problems.
• Langley FCmajorGTM or Marketing PartnerFootball club sponsorship where Red Card sponsors the club as part of social responsibility campaign to educate players and community about gambling and gaming-related harms.
• North West London FC (NWLFC)majorGTM or Marketing PartnerFront of shirt sponsorship partnership with step 6 semi-professional football club. Red Card logo appears on shirts and tracksuits; workshops delivered to players and members on gambling awareness.
• Pie RadiominorGTM or Marketing PartnerManchester-based youth-led online radio station featured founder Tony Kelly discussing gambling addiction and dangers for young people.
• Radio Plus CoventryminorGTM or Marketing PartnerCommunity radio station partnership where Tony Kelly conducts interviews and podcasts; Red Card uses station's education rooms for gambling awareness workshop delivery.
• Frank Bruno FoundationmajorStrategic or Co-development PartnerFoundation supporting mental health through boxing program will work with Red Card in 2025 to educate staff and service users on gambling related harms. Strong link between mental health and gambling addiction.
• Coventry CollegemajorStrategic or Co-development PartnerAgreement to deliver 7 gambling awareness workshops in 2026 to students, with first workshop held January 2026 led by founder and lived experience facilitator.
• National Counselling & Psychotherapy Society (NCPS)minorGTM or Marketing PartnerProfessional body featuring Red Card founder Tony Kelly on Listening In podcast to share personal journey and organization story with professional mental health community.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Addaction (We Are With You): UK-wide substance use and addiction charity providing treatment and education services. Red Card team member Bradley Riddell previously worked at Addaction as a counsellor, and the charity addresses overlapping addiction issues including gambling.
• GambleAware: Lead independent charity and strategic commissioner of gambling harm prevention and treatment in Great Britain. Functions as both a funder of Red Card and a broader incumbent shaping the gambling harm agenda they operate within.
• National Problem Gambling Clinic: NHS-funded specialist treatment service for problem gambling in London, part of CNWL NHS Foundation Trust. Larger, publicly-funded incumbent providing clinical gambling treatment that overlaps with Red Card's therapy referral pathway.

Direct peers

• GamCare: UK's leading gambling treatment charity operating the National Gambling Helpline and treatment services. Red Card has an active referral partnership with GamCare, indicating direct operational overlap in the gambling support ecosystem.
• YGAM (Young Gamers and Gamblers Education Trust): UK charity delivering gambling and gaming harm education to young people, schools, and universities. Direct peer in the youth gambling education segment with overlapping school workshop delivery model and shared funder ecosystem (GambleAware, PFA).
• Gordon Moody Association: UK charity providing residential and online gambling addiction treatment. Red Card has a documented partnership creating referral pathways to Gordon Moody's treatment programmes, making them a directly comparable support-services peer.
• EPIC Risk Management: Gambling harm prevention consultancy delivering education and training to sports organisations, workplaces, and universities. Directly comparable in B2B gambling awareness training and the sport-sector delivery niche.
• BetKnowMore: UK gambling harm prevention and support charity delivering training, education, and recovery programmes. Comparable in scope (prevention + treatment referrals), target audiences, and reliance on lived-experience delivery.

Emerging players

• Beacon Counselling Trust: UK charity providing counselling and gambling support services including training for professionals. Comparable emerging peer in the gambling harm education and treatment referral space with overlapping CPD-style training offerings.

Regional players

• Responsible Gambling Council: Canadian-based independent gambling harm prevention organisation. Thematically comparable as a responsible gambling awareness and education body, but operating in a different geography (Canada vs UK).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tonycov1
• YouTubeyoutube.com/channel/UCwSjk4__D1n8vn5kk1jf9_w/videos
• Facebookfacebook.com/RedCardGamblingSupport
• LinkedInlinkedin.com/company/red-card-gambling
• Instagraminstagram.com/redcardgambling

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Red Card Gambling Support Project C.I.C